Everyone knows Sprinklr as a social media marketing platform, but its ambitions go far beyond that.

Last week, Sprinklr released its Content Lifecycle Management platform, a content marketing suite that is an add-on feature to its core offering. The new suite helps to facilitate collaboration, approvals, and scheduling of the content development process, with the following features (via Sprinklr):

Campaign briefs: Using flexible templates for teams to develop and disseminate content goals, brand and campaign guidelines, and action plans to relevant internal departments and agencies.

Content planning dashboards: Building on inspiration and goals from the campaign brief in one shared, comprehensive, action-oriented space.

By adding a content marketing module, Sprinklr is getting marketers to engage with its platform earlier in the marketing process. The CLM suite enables the development of the content, while Sprinklr's core platform enables its delivery across social media channels, in both paid and organic form.

The new module also highlights just how comprehensive Sprinklr wants to be as a marketing suite. While it started off as a social media listening and publishing solution (competing with the likes of Radian6 and Buddy Media) it built out its capabilities to include brand analytics (through the acquisition of Dachis Group,) influencer marketing (by acquiring Branderati) and paid social (by acquiring TBG Digital.) With the addition of a content marketing suite, Sprinklr is in a position to take on the big marketing cloud players Adobe, Salesforce, Oracle and IBM.

What gives Sprinklr some weight in the competition is that it's a company that has built out its marketing offerings on top of a single infrastructure, rather than trying to buy disparate solutions and getting them to integrate. We've seen Oracle and Salesforce get bogged down after making big-name acquisitions and then spending months trying to get the software to work seamlessly with their core offerings. Sprinklr on the other hand has been rolling out new functionalities at a steady clip, all within the same user interface.

However, Sprinklr still has to contend with the perception that it is a social media marketing platform, and its content marketing module exists to primarily serve social media channels. That's only a small part of the digital communication mix. In order to sell its capabilities as a comprehensive marketing suite, it has a far way to go in building those relationships with enterprise customers, many of whom have already entrusted the Adobes and Salesforces of the world with fulfilling their integrated marketing suite needs.

One thing all the players in the marketing suite do have in common is the vision of a unified marketing process, which goes across all silos and enables a customer to have a singular experience with the company across all interaction points. Technology only solves a small portion of that problem. The bigger headache for marketing suite vendors is to get its customers to buy into that vision, and believe in its ability to scale.